Reader Survey 2015

2015 Reader Survey Purpose The findings cited in this report are based on a survey sponsored by the Livestock Advertising Network on behalf of ten of its publications: Alabama CattlemanThe Louisiana Cattleman The Carolina Cattle ConnectionCattle Business in Mississippi The Florida CattlemanOhio Cattleman Georgia CattlemanTennessee Cattle Business Cow Country NewsThe Virginia Cattleman The purpose of this research project was to provide the editors and advertisers of each participating publication with a current, credible profile of its audience.

2015 Reader Survey Method  The survey sample of 4,000 represented a total of 52,552 participating states’ Cattlemen’s Association members (and their respective publication recipients) at the time of sample selection.  The mail survey fielded from May 14 to June 25,  The survey was closed with 2,004 usable responses (50% response rate).  Margin of error based on 2,004 usable responses is ±2.1 percentage points at the 95% confidence level.

2015 Reader Survey About Readex Research  Nationally recognized independent research company located in Stillwater, Minnesota.  Roots are in survey research for the magazine publishing industry, but specialization in conducting high-quality survey research (by mail and/or the Internet) has served diverse clients from many other markets.  Since its founding in 1947, Readex has completed thousands of surveys for hundreds of different clients.  The response was tabulated and this report was prepared by Readex in accordance with accepted research standards and practices.

2015 Reader Survey The average (mean) subscriber has been a Cattlemen’s Association member for 13.2 years; the typical (median) reported tenure is slightly lower at 11 years. base: all 2,004 respondents For how many years have you been a member of the STATE Cattlemen’s Association?

2015 Reader Survey The typical subscriber has read or looked through all 4 of the last 4 issues of their Livestock Advertising Network (LAN) publication. base: all 2,004 respondents How many of the last 4 issues of PUBLICATION have you read or looked through? AT LEAST 3 OF THE LAST 4 ISSUES: 89%

2015 Reader Survey Virtually all subscribers (98%) at least skim a typical issue of their LAN publication, including 79% who read/look through about half or more. base: all 2,004 respondents How thoroughly do you read or look through a typical issue of PUBLICATION? AT LEAST SKIM: 98% READ ABOUT 1/2 OR MORE: 79%

2015 Reader Survey Two-thirds of subscribers (66%) usually share their copy of their LAN publication with other readers; the average pass-along rate is 1.1 others, greatly extending the publications’ reach. How many other people (besides you) usually read or look through your copy of PUBLICATION? base: all 2,004 respondents PASS-ALONG TO OTHERS: 66%

2015 Reader Survey Four in five subscribers (80%) referred back to their LAN publication issues in the last 12 months; the average subscriber made 2.6 referrals in that timeframe. About how many times in the last 12 months have you referred back to an issue of PUBLICATION (for any reason)? base: all 2,004 respondents REFERRED BACK TO ISSUES: 80%

2015 Reader Survey 84% of subscribers took action in the last 12 months as a result of reading their LAN publication. In the last 12 months, what actions have you taken as a result of reading PUBLICATION? base: all 2,004 respondents (multiple answers) 30% visited an advertiser’s website and 19% purchased/ ordered a product or service.

2015 Reader Survey A majority of subscribers (60%) think advertising in their LAN publication makes a company/product/service more credible. Does advertising in PUBLICATION make a company/product/service more credible, less credible, or does it have no effect on its credibility? base: all 2,004 respondents

2015 Reader Survey A majority of subscribers agreed with each of five positive statements about their LAN publication. What is your level of agreement with each of the following statements about PUBLICATION? base: all 2,004 respondents *agree= rating +1 or +2 on a 5-point scale where +2=strongly agree and -2=strongly disagree AGREE* SUMMARY

2015 Reader Survey While LAN publications share their audiences with other publications, they still tend to be strongly preferred over each of nine competitors asked about. base: all 2,004 respondents (multiple answers for publications read regularly) Which of these other publications do you read regularly? If you could read only one of the following publications, which one would you choose? READ REGULARLYPREFERRED PUBLICATION No other listed publication was selected by more than 15%.

2015 Reader Survey Two in five subscribers (40%) visit their Association’s website; 15% do so at least monthly. About how often do you visit the STATE Cattlemen’s Association’s website at base: all 2,004 respondents WEBSITE VISITORS: 40%

2015 Reader Survey Upcoming event information and beef market reports are among the most common reasons to visit the LAN publication websites, among those who visit. For what reasons do you visit the PUBLICATION’s website at base: 816 website visitors (multiple answers) Cattlemen’s Association news and information also draws traffic to the LAN websites.

2015 Reader Survey About one in four subscribers (23%) receive news via from their state’s Cattlemen’s Association; 8% follow their Association on Facebook. Do you receive news via from the STATE Cattlemen’s Association? Do you follow the STATE Cattlemen’s Association on Facebook? base: all 2,004 respondents

2015 Reader Survey Nine in ten subscribers (91%) work at cattle/farm operations, hereafter referred to as “farmer subscribers.” How many acres of land are managed by your cattle/farm operation? base: all 2,004 respondents

2015 Reader Survey The typical farmer subscriber indicated their cattle/farm operation manages 208 acres of land. How many acres of land are managed by your cattle/farm operation? base: 1,820 respondents who work at cattle/farm operations *Due to the significant proportion of respondents answering in the bottom category, the sample statistic may overstate the true population mean.

2015 Reader Survey Nearly half of farmer subscribers (46%) are at cattle/farm operations that do not employ any full- or part-time employees. The typical farmer subscriber reported one employee. How many people are employed at your cattle/farm operation (including both full- and part-time)? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Virtually all farmer subscribers (97%) reported their cattle/farm operations own or manage cattle, most commonly cows/calves. What types of cattle are owned or managed at your cattle/farm operation? base: 1,820 respondents who work at cattle/farm operations (multiple answers)

2015 Reader Survey The typical farmer subscriber whose cattle/farm operation owns/manages cattle indicated their operation currently owns or manages about 65 head of cattle. About how many head of cattle does your cattle/farm operation currently own or manage? base: 1,773 respondents whose cattle/farm operations own/manage cattle

2015 Reader Survey The typical farmer subscriber whose cattle/farm operation owns/manages cattle reported the total estimated value of all cattle owned by their operation is $85,200; the average is much higher at $188,000, due to some high reports. Approximately what is the total estimated value of all cattle owned by you or your cattle/farm operation? base: 1,773 respondents whose cattle/farm operations own/manage cattle

2015 Reader Survey One-third of farmer subscribers (33%) indicated their cattle/farm operations currently own or manage horses. About how many horses does your cattle/farm operation currently own or manage? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey 29% of farmer subscribers indicated their cattle/farm operations own or manage at least one type of livestock other than cattle and/or horses, most commonly chickens. What other types of livestock are owned or managed by your cattle/farm operation? base: 1,820 respondents who work at cattle/farm operations (multiple answers)

2015 Reader Survey About two in five farmer subscribers (39%) indicated their cattle/farm operations currently insure at least some of their livestock. Are any of your cattle/farm operation’s livestock currently insured? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Three-fifths of farmer subscribers (60%) indicated their cattle/farm operations grow crops. What crops does your cattle/farm operation grow? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Grass silage/haylage is the most commonly grown crop among farmer subscribers whose cattle/farm operations grow crops. What crops does your cattle/farm operation grow? base: 1,095 respondents whose cattle/farm operations grow crops (multiple answers)

2015 Reader Survey A majority of farmer subscribers (64%) indicated their cattle/farm operations mainly harvest (versus purchase) the roughage they use. Does your cattle/farm operation mainly harvest or purchase the roughage it uses? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Minerals, animal health products, and/or fencing materials are among the items farmer subscribers and/or their cattle/farm operations are most likely to purchase in the next 12 months. Which of the following are you or is your cattle/farm operation likely to purchase in the next 12 months? base: 1,820 respondents who work at cattle/farm operations (multiple answers)

2015 Reader Survey Farmer subscribers indicated their cattle/farm operations are most likely to use chartered banks and/or ag lending institutions for their capital and/or operating loans. Which of the following financial institutions does your cattle/farm operation currently use for each type of loan? base: 1,820 respondents who work at cattle/farm operations (multiple answers)

2015 Reader Survey The typical farmer subscriber reported their cattle/farm operation’s gross revenue in 2014 was $42,300. Approximately what was your cattle/farm operation’s gross revenue in 2014? base: 1,820 respondents who work at cattle/farm operations *Excluded from the mean and median calculations. **Due to the high proportion of respondents answering in the bottom category, the sample mean and standard error cannot be meaningfully calculated.

2015 Reader Survey Four in five farmer subscribers (79%) are owners of their cattle/farm operations. Another 15% are partners. What best describes your job function at your cattle/farm operation? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey 75% of farmer subscribers who are owners/partners at their cattle/farm operations are planning to take at least one of five listed actions in the next five years, most commonly increasing herd size and/or acreage. If you are the owner or partner at your cattle/farm operation, which of the following are you planning in the next five years? base: 1,708 owners/partners at cattle/farm operations (multiple answers)

2015 Reader Survey Nine in ten farmer subscribers (92%) are involved in their cattle/farm operations’ purchases. 68% approve/authorize purchases. What best describes your usual involvement in your cattle/farm operation’s purchases? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Over half of farmer subscribers (55%) have a secondary job in addition to their work on cattle/farm operations. Do you have a secondary job in addition to your work on a cattle/farm operation? base: 1,820 respondents who work at cattle/farm operations

2015 Reader Survey Farmer subscribers who have secondary jobs in addition to work on cattle/farm operations work in a variety of industries, most commonly professional/business or skilled trade. In what industry is your secondary job? base: 1,002 respondents who have a secondary job in addition to work on cattle/farm operations

2015 Reader Survey The typical farmer subscriber who has a secondary job reported earning 19% of their total income from work on the cattle/farm operation. Approximately what percentage of your total income is earned from your work on the cattle/farm operation? base: 1,002 respondents who have a secondary job in addition to work on cattle/farm operations *Excluded from the mean and median calculations.

2015 Reader Survey Four-fifths of respondents (81%) are involved in at least one of seven listed activities, most commonly hunting, gardening, and/or fishing. In which of the following activities are you involved? base: all 2,004 respondents (multiple answers)

2015 Reader Survey About half of subscribers (47%) access/use social media, most commonly Facebook and/or YouTube. What social media websites do you access/use? base: all 2,004 respondents (multiple answers)

2015 Reader Survey The typical subscriber is a 61-year-old male. What is your age? Are you male or female? base: all 2,004 respondents AGE GENDER *Due to the high proportion of respondents answering in the top category, the sample mean and standard error cannot be meaningfully calculated.

2015 Reader Survey 43% of subscribers have earned a college degree or higher. What is the highest level of education you have completed? base: all 2,004 respondents

2015 Reader Survey The typical subscriber reported their household’s total income before taxes in 2014 was $99,000; the average was higher at $116,000, due to some high reports. *Excluded from the mean and median calculations. Approximately what was your household’s total income before taxes in 2014? base: all 2,004 respondents